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Lane Bryant, the clothing retailer for sizes 14 through 28, sees your hateful, fat-shaming comments on social media and is addressing them head-on with its latest campaign starring Orange Is the New Black‘s Danielle Brooks, Empire‘s Gabourey Sidibe and models Ashley Graham, Candice Huffine and Alessandra Garcia-Lorido (daughter of actor Andy Garcia).
The campaign, dubbed #ThisBody Is Made to Shine, is meant to “strip away the adversity experienced and show all women that it is possible to continue to shine despite what anyone has to say,” said Brian Beitler, CMO of Lane Bryant, in a release. “The women in this campaign shut down their naysayers and do what’s right for them. They thrive on proving others and even themselves wrong. We are hopeful it will help women flip the script and silence the shaming while challenging the societal norms and encouraging everyone to rise above.”
“No one should be comfortable in a size 14,” reads one of the comments in the black-and-white campaign video, filmed by Cass Bird. To which Brooks responds, “Well I sure the hell am.” Another comment reads: “Do you see those rolls …” Huffine’s response? “Welcome to the bakery, honey.”
Lane Bryant’s previous #IAmNoAngel campaign made headlines last year, challenging the idea of standardized beauty and redefining what it means to be sexy and curvy. Graham and Huffine were also featured in the #IAmNoAngel ads.
pick different types of women every season.” Christian Siriano on wanting more designer inclusivity.”]
“With previous campaigns we’ve helped to disrupt the dated and ridiculous views and depictions of the ‘perfect’ body displayed in the media,” said Linda Heasley, CEO and president of Lane Bryant. “With #ThisBody Is Made to Shine we intend to encourage women to embrace even more positivity and turn the tables on negativity in order to overcome social misconceptions.”
Lane Bryant isn’t the only retailer to shine a light on body positivity. Aerie, owned by American Eagle Outfitters, has also advocated for unretouched photos with its non-Photoshopped Aerie Real campaign that featured everyday women (and men). Designer Christian Siriano, who recently penned a THR op-ed on designing for a range of women on the red carpet, also featured a variety of models (Garcia-Lorido included) for his spring 2017 runway show.
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